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BizReport : Advertising archives : December 05, 2014

Expert: Real time efforts to boost rewards this holiday season

Over the next few weeks retailers using real time marketing efforts may see better results than those marketers who are using older advertising methods. That's the word from one expert, he explains.

by Kristina Knight

"With the continued growth of mobile and programmatic, marketers now have more opportunities than ever to reach consumers "in-the-moment" and deliver relevant offers at the right time based on a consumer's immediate actions or needs. However, it is also critical that marketers zoom out from their focus on one-to-one interactions and look at their entire cross-channel marketing mix across channels, to understand the interplay between ads and channels and what adjustments should be made to boost overall results from their holiday ad spend as a whole. This marketing mix focus will provide a view of optimal spend to boost overall performance, and not just the "last touch" or "last click"," said Matt Voda, CMO, Optimine Software.

As part of that overall performance optimization strategy, Voda says marketers need to be ready to adjust spending on at least a daily basis so that their ad dollars are driving traffic to their websites rather than competitors like Amazon and eBay.

"Retailers might be surprised to know that their search spend is actually driving more value to alternative channels like Amazon or eBay than their own website. By understanding which specific ads are driving the most conversions through their own website - and conversely, contributing to others' - retailers can immediately adjust their ad mix accordingly to drive more value overall and increase return on their ad spend," said Voda.

Meanwhile, brands need to be prepared for a mobile influx of traffic. More and more shoppers are clicking onto a retail website while watching television or commuting to work. These busy multi-taskers are cross-channel shopping, learning about products via social networks and media sites as well as through traditional sales funnels.

"By seeing mobile's cross-channel influence on sales across its entire media mix, advertisers often discover its value goes well beyond direct, in-the-moment conversions," said Voda. "They may uncover opportunities to leverage mobile also as a cost-effective earlier funnel vehicle that pays off in sales via other channels like search, for example. The key is measuring the cross-channel interplay frequently (i.e., daily) and getting results down to the ad level so you can take agile action to adjust as needed."

Image via Shutterstock

Tags: advertising, cross channel ad strategy, cross channel advertising, ecommerce, Optimine Software

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